The new standard in modern fragrance.

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A verdant sun-filled citrus.

“There’s something deeply uplifting about springtime and the reawakening it signifies. We wanted to capture that feeling in a bottle so the energy and freshness of spring can be evoked year round - no matter what season you’re in,” –  Frances Shoemack, Abel Founder

MEET LAUNDRY DAY

introducing laundry day

For nearly a decade, our mission has been to create the world’s best 100% natural perfume without compromising on ethics or aesthetics, and in doing so, inspire positive change. Born in Amsterdam and now calling Wellington, New Zealand home, you can find our collection in a thoughtful edit of the world’s top stores, across 25 countries.

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our story

Ingredient Purity. 
100% Natural. 0% Petrochemical.

Future Forward. 
Natural science and biotechnology for precision scent-making.

Conscious Consumption. 
Considered, thoughtful edits and a less-is-more philosophy.

Nourished by Nature.
Nothing artificial. Just beautiful scents, with regenerative properties.

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our standard

You’ve been asking for Abel in your home since day one. Scent your space with an elevated scent ritual created using our newest 100% natural, plant-derived and non-toxic Room Sprays, crafted with ingredients that bring nature inside in the most elegant way.

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introducing 100% natural room sprays

“Each spritz works with your body's chemistry for a fragrance that continues to evolve on your skin throughout your day. It's the gift the keeps giving, for both you, and the planet.”

“Abel brings niche fragrance quality to the world of all-natural perfume. That means no preservatives or synthetic ingredients, just pure plant goodness.”

“The 23 Best Summer Fragrances of 2023: Abel's Cyan Nori is a salty, citrus fragrance that screams summer.”

“Sustainability can be in the sustainability of the packaging material, but also in environmentally friendly extraction of the ingredients and the avoidance of synthetic ingredients. Abel ticks all boxes.”

“Best Clean Fragrance Winner of InStyle's Best Beauty Buys 2023: If I could capture a calm meditative state in a bottle, it would be this scent.”

In honour of Mother’s Day, we spoke to Julia Khan Anselmo, founder of Feisty Feast, and her mother Sandy about what they’ve learned from each other, how they stay connected in different time zones, and their rituals.

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latest journal post:
in conversation — Julia Khan Anselmo and her mother, Sandy